How DTCA Influences Prescription Pharmaceutical Markets - Innovation and Marketing in the Pharmaceutical Industry - page 651

Fig. 22.3 Allocation of the
promotional budget

0.4%

11.7%

2.2% 27.4%

58.3%

DTCA($) DET($) PJA($) PMEA($) Internet ($)

x 10 8

5

PPI Class
SSRI Class
Statin Class

4

3

2

1

0

1996 1998 2000 2002 2004 2006 2008

Years

x 10 8

6

5

4

3

2

PPI Class
SSRI Class
Statin Class

1

0

1996 1998 2000 2002 2004 2006 2008

Years

Fig. 22.4 DTCA and detailing evolution by class

first by a detailing-heavy allocation followed by a resurgence of DTCA (after
Prozac's patent expiration) and a return of the detailing-heavy allocation. When
analyzing our findings from the empirical analysis we will also discuss whether a
constant proportion allocation to DTCA should be recommended.
Figures 22.2 , 22.4 , and 22.5 suggest that both sales and promotional expenditures
experience a decline around the year 2004, most likely due to patent expirations